Hos­sam Dab­bous Vice Pres­i­dent, Bev­er­ages Cat­e­gory Pep­sico Mid­dle East and North Africa

ArabAd - - COVER STORY -

In­no­va­tion, cre­ativ­ity and dis­rup­tion are what lead­ers need most to es­tab­lish clear wins in to­day’s fast paced world. These are the traits that I have to come to think of as syn­ony­mous with Dani Richa’s brand. His up-to­date knowl­edge of the emerg­ing trends in in­no­va­tion and how to use that knowl­edge in to­day’s in­dus­try have po­si­tioned Dani a leader in his field. With MENA quickly trans­form­ing into a mo­bile-first mar­ket, Dani played a piv­otal role in de­vel­op­ing our hugely suc­cess­ful Pepsi Ra­madan 2017 cam­paign, ‘Let’s Get To­gether’, which summed up the cre­ative “light­heart­ed­ness” of our brand and demon­strated the in­ge­nu­ity of Dani and his team. The ad re­flected our de­sire to bring peo­ple to­gether into an in­ter­ac­tive three-part video that could only be viewed in full when watched on three side-by-side smart­phone screens. Thanks to his in­ven­tive ap­proach, our video was viewed 10.1 mil­lion times in just two weeks and was cov­ered by renowned in­ter­na­tional, re­gional and lo­cal me­dia! Dani’s cre­ativ­ity and out-of-the-box think­ing is what makes him a well-de­serv­ing re­cip­i­ent of the Man of the Year ti­tle. Con­grat­u­la­tions, Dani!

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